High stakes: U.S. nonprofit organizations and the U.S. standing abroad

This research sought to explain the agency of U.S.-based nonprofit nongovernmental organizations (NGOs) in the U.S. standing abroad, and explore the NGO role in the U.S. public diplomacy. A multiple-case study method was used to look at five 501(c)(3) organizations that receive predominantly private funding and operate globally. The data gathered from in-person interviews and corporate documentation were compared between cases, and synthesized across cases using the theory-building technique. While U.S. standing affects American NGOs’ practices and discourses, American NGOs’ behavior might have a bearing on the attitudes, perceptions, and opinions of international publics about the United States. Both the NGO-owned state identities and American NGOs’ reputation for autonomy and freedom of expression enhance the U.S. public diplomacy efforts.     

Relationship-building by Chinese ENGOs’ websites: Education,not activation

This study extends previous public relations research that has evaluated how the websites of Northern NGOs facilitate relationship-building (Taylor, Kent, & White, 2001), affect the media agenda (Reber & Kim, 2006), and gather and disseminate information about civil society activities (Brophy & Halpin, 1999). The study explores the relationship-building functions of Chinese ENGOs. The content analysis suggests that Chinese ENGOs’ websites reflect the realities of activism in China. They provide information to members, the public, and the media but these organizations do little to organize their publics to participate in environmental social movements. The findings provide a picture of the early years of the Chinese environmental movement and the use of the Internet in their public relations and advocacy.     

Health Care and Disability NGOs in Croatia: State Relations,Privatization, and Professionalism in an Emerging Field

Although nongovernmental organizations (NGOs) in post-socialist countries have been under a microscope since their inception, their relations with the state are only beginning to come into focus and to be the subject of comparative and theoretical assessment. What these relationships mean to different stakeholders, whether they take trajectories similar to those in the West, and how they will be shaped by socialist legacies, are important questions to address before such relations are naturalized as “the way things are.” This paper examines NGO/state relations in the development of health care and disability services in Croatia, a nation newly admitted to membership in the European Union. The paper explores policy and institutional legacies, health care privatization, and relations with health professionals as forces affecting the financing, structure, and experience of relationships between NGOs and the post-socialist state.     

Are ‘journalists’ own problems’ aggravating their hostility toward public relations?—A study of Korean journalists

Journalists’ own job problems have been found to be detrimental to media recognition of public relations: journalists vent frustration from their worsening job conditions at public relations practitioners. This outlook of occupational psyche casts a shadow over the bright prospect for media recognition of the profession. Journalists’ problems operate outside media relations, thus beyond direct attempts of public relations practitioners at media recognition via enhancing professionalism in their practices. There have been, however, only a few qualitative studies on this significant issue, all pointing to journalists’ occupational psyche running against media recognition. The purpose of this study is to determine quantitatively whether journalists’ own job satisfaction and their envy of public relations practitioners lead to their negative attitude. A survey of 128 Korean off-line journalists was conducted, and its results suggested that occupational psyche has little influence on media attitude—contrary to the findings of previous qualitative studies. For future study, this paper issues a call for cross-country, comparative research on the subject of journalists’ occupational psyche.     

The potential for international and transnational public service advertising in public spaces in American and Chinese global cities: Conclusions from a 2010 survey of advertisements in subways in Beijing,New York,Shanghai and Washington,DC

Can we construct transnational or international public service advertising to counterbalance the proliferation of transnational commercial advertising? As an important first step in exploring the possibility of such an application of shared media public diplomacy among nations, this paper describes a complete survey of commercial and public service advertisements collected from the public spaces of subway systems in American and Chinese cities in 2010 – New York, Washington, DC, Shanghai and Beijing – to reveal the range of themes of commercial and public service ads in these spaces. The study reveals first that analogous commercial and public service ads are ubiquitous in the public spaces of both Chinese and American cities. Second, many of the themes that might appear in international or transnational public service ads are already being portrayed in ads created by local or national governments or NGOs, although these themes are portrayed in ads created by different sets of actors in China and in the US: government actors and a few international NGOs in Chinese cities, and governments, corporations and non-profit organizations in the case of American cities. Finally, the survey reveals that in all four cities there are many commercial advertisements that appeal to the identity of a transnational consumer, but that there are almost no public service ads that appeal to the identity of a transnational citizen: merely local or national ones who can solve such public problems as global warming, education, and health issues.     

Korean practitioners and journalists: Relational influences in news selection

This study investigates how source–media relationships influence perceptions toward news selection from the public relations practitioners’ viewpoint in Korea. The results show that Korean public relations practitioners who perform formal media relations believed that journalists would select news stories based on journalists’ media routine principles, such as using government sources. In contrast, Korean public relations practitioners who perform informal or monetary media relations believed that journalists would select news stories based on journalists’ extra-media factors, such as personal relationships with public relations practitioners.     

Tweeting democracy? Examining Twitter as an online public relations strategy for congressional campaigns’

Considering the integral relationship between public relations and democracy (Martinelli, 2011) coupled with the growing use of social media for democratic aims (Smith, 2011) the current study examines the effectiveness of Twitter as a public relations communications tool for congressional campaigns. Specifically, as a means of testing Twitter's effectiveness in informing and engaging voters, congressional candidate and political party Twitter use for all 435 U.S. House of Representatives races (N = 1284) are compared with 2010 election outcomes. Results indicate that candidates’ Twitter use significantly increased their odds of winning, controlling for incumbency and Party ID. Additionally, significant differences between incumbents’ and challengers’ Twitter use during the election cycle emerged, which has important implications for public relations practices aimed at achieving democratic outcomes.     

Philippine NGOs and Multistakeholder Partnerships: Three Case Studies

This paper discusses an emerging role for Philippine NGOs—building and maintaining intersectoral cooperation among various sectors of society to tackle key issues like agricultural development, HIV/AIDS, and agrarian reform. The three case studies elaborated in the paper show that Philippine NGOs play important intermediary and bridging functions crucial for the success of multistakeholder partnerships. NGOs are well equipped for this because of their middle-class and professional nature and because of various characteristics like autonomy, flexibility, and the ability to mobilize resources.     

Protocol journalism as a framework for understanding public relations–media relationships in Kosovo

There is growing interest about the ways in which the public relations field can contribute to democratization and civil society initiatives. Some scholars see enormous potential for public relations by non-governmental organizations (NGOs) to help get important social issues on the public agenda in transitional nations while other scholars have critiqued the practice of public relations in newly formed nations as a form of hegemony that privileges Western ideas, values, and standards of practice. One thing is certain: more scholarly attention is required if the field of public relations is to truly understand its evolving role in civil society. The purpose of this paper is to explore how the public relations–media relationship contributes to civil society development in Kosovo. The researcher interviewed media professionals, public relations/organizational spokespersons, and civil society experts about the opportunities and challenges of the public relations function in building civil society in Kosovo. The findings suggest that “protocol journalism” is the guiding metaphor for explaining and critiquing the public relations–media relationship in Kosovo. The implications of protocol journalism for media development and public relations credibility are discussed.     

Communicating on Behalf of Global Civil Society: Management and Coordination of Public Relations in International Nongovernmental Organizations

In the last few decades, nongovernmental organizations (NGOs) have become influential actors in creating awareness of international social, political, environmental and economic causes in global society. However, NGOs have not received much attention in research on international public relations. This study contributes to filling that gap by analyzing how NGOs manage public relations according to the generic principles of excellence in global public relations and how they coordinate strategic communication between headquarters and local units. An online survey of 440 practitioners revealed 2 excellence clusters and 4 clusters of organizations with differing degrees of centralization. Excellent NGOs were found to assign more resources to public relations and more frequently considered cultural context in their communication programs. Thus, the study gives significant insights into international public relations practice in the global civil society sector and reveals further need for modifying and extending public relations theory in that respect.     

Challenges in framing women's rights as human rights at the domestic level: A case study of NGOs in the post-Soviet countries

This case study examines framing as an essential communication strategy used by women's rights NGOs at international and domestic levels. The article uses a theoretical framework of transnational advocacy networks, originally developed by political scientists Keck and Sikkink (1998), to demonstrate the importance of public relations’ efforts in political communication campaigns of women's rights NGOs around the world. Supported by the United Nations, these NGOs play an important role in democracy building and contribute to women's empowerment efforts. However, an examination of communication strategies used by these NGOs to help implement the Platform for Action—the UN-promoted agenda for women's empowerment—showed that the existing frame of women's rights as human rights may not be successful in all contexts. This study argues that at the domestic level the issue of women's rights needs to be presented in greater detail than the current human rights frame allows it to be.     

Interdisciplinary bar for the public interest: What CSR and NGO frameworks contribute to the public relations of British and European activists

This paper outlines the ways in which various literatures and exemplary organizations (Business for Social Responsibility, the Global Alliance for Public Relations and Communication Management, and the Global Compact) define, set principles, and provide frameworks for corporate social responsibility (CSR). It also explores British broadcasters’ accountability mechanisms and the extent to which U.K. broadcasting activist NGOs view them as adequate CSR. The activists studied were six British broadcasting-centered and Scottish cultural NGOs that lobby in the EU and at home. The data suggested that these activists’ public relations has pro-social, pro-democratic effects and that the CSR/NGO literatures and organizational frameworks provided may enable broadcasting activists and targets to more effectively pursue CSR.     

Irish Pro-Migrant Nongovernmental Organizations and the Politics of Immigration

In this article social movement theory is used to assess the strategic repertoire of a relatively new sector of nongovernmental organizations (NGOs) advocating for migrants rights in Ireland. Pro-migrant NGOs are majority community-led and face a challenging political and societal context for mobilization including a restrictive immigration regime, political and media discourse that racializes migrants, weak public support for the expansion of migrants’ rights, and high rates of discrimination and social exclusion experienced by migrant communities. A competitive funding environment also inhibits pro-migrant NGOs capacity to work with emerging migrant-led organizations that simultaneously compete for state and foundation funds. Pro-migrant NGOs in Ireland have responded with a three levelled strategy, namely alliance building with sympathetic public officials and service and information provision to state bodies, campaigns contesting negative media and societal framing of migrants, and networking with transnational NGO coalitions working on immigration issues.

Agenda building effects by 2008 presidential candidates on global media coverage and public opinion

Grounded in first and second level agenda building and agenda setting, the relationships among public relations, global media, and public opinion were explored in the context of the 2008 United States presidential election. Two candidates’ speeches, press releases, and foreign media coverage were analyzed and compared with global public opinion. The results showed that object salience (issue and candidate) relationships were found between public relations messages and global media coverage while affective attribute (tone) salience relationships were partially found among public relations messages, global media, and public opinion.     

Keeping up with the digital age: How the American Red Cross uses social media to build relationships

Forty individuals from the American Red Cross were interviewed to explore the use of social media in communicating with key publics. Results show that practicing public relations through social media is effective and necessary in the emerging digital age, as shown through the Red Cross’ development of a two-way dialogue with younger constituents, the media, and the community. This two-way dialogue has been accomplished primarily through Twitter and Facebook, with barriers such as lack of staff and time, and opportunities to improve National Headquarters and local chapter relations. The insights shared by the American Red Cross are useful for both public relations scholars and professionals to help them understand and apply social media practices to build strong, lasting relationships.     

NGOs’ transnational advocacy networks: from ‘legitimacy’ to ‘political responsibility’?

NGOs that operate as part of transnational advocacy networks face a number of ‘legitimacy challenges’ concerning their rights to participate in the shaping of global governance. Outlining the legitimacy claims that development NGOs make, the article argues that ‘legitimacy’ is a socially constructed quality that may be ascribed to an NGO by actors and stakeholders with different viewpoints. NGOs operating transnationally link disparate communities and conceptions of legitimacy, and undermine the discourse and practice of sovereignty. Therefore such NGOs will find it difficult to be universally regarded as legitimate, especially by states that hold a sovereignty‐based conception of legitimacy. However, relationships are the building blocks of networks, and efforts to improve them should not be abandoned simply because ‘legitimacy’ is too closely connected with sovereignty. In particular, NGOs ought to improve their relationships with the poor and marginalized communities whose interests they claim to promote. To this end, the concept of ‘political responsibility’ is suggested as a pragmatic approach to understanding power relations as they arise in transnational advocacy networks and campaigns.     

A Social Networks Approach to Public Relations on Twitter: Social Mediators and Mediated Public Relations

This study proposes theoretical and practical frameworks to systematically examine mediated public relations in social media spaces. We applied a social network conceptual framework to identify and characterize social mediators that connect the US State Department with its international public. The results showed that social mediators vary in terms of their formality and interdependence. Formal social mediators were primarily US government agencies while informal social mediators were nongovernmental organizations (NGOs) and individuals. Notably, relationships with populations in the Middle East and North Africa were mediated primarily by informal actors, and formal mediators played a key role in connecting the public with everywhere else in the world. Government-related formal mediators and informal social mediators showed similar levels of bilateral relationships. In contrast, news media, the most traditional public relations mediators, were rarely found as social mediators and demonstrated the most unilateral relationships.     

Promoting online media relations: Public relations departments’ use of Internet in the UAE

This paper discusses the use of Internet by public relations departments in the United Arab Emirates, to reach their key publics online and to gather information and monitor data to perform their tasks and to promote and develop their relations with the news media. Findings of the study show that all 24 organizations have a homepage, but only two thirds of them are posting their publications on the net, and only one third are using electronic newspapers to monitor their coverage in the media and to gather news, data and information of importance for the various tasks they perform. Only three organizations out of 24 have an online newsroom, and only two have a virtual tour about the organization. None of the surveyed organizations’ Web site has a film or videos. Organizations in the United Arab Emirates still have a lot to do to take advantage fully and rationally of what interactive communication, Internet and online publications are offering for a better performance and more effective public relations.     

Social media and organizational visibility: A sample of Fortune 500 corporations

This study explores the factors that drive organizational social media visibility. Using a sample of Fortune 500 companies and influential non-profit organizations, findings reveal that mainstream media coverage significantly affects social media visibility whereas organizations’ social media use patterns have limited impact on overall organizational visibility. Implications for both the practice of public relations and further theorizing about social media studies are discussed.     

Public relations and sport in promotional culture

This paper argues that by examining a central feature of contemporary culture, new insights about public relations practice can be gained. Concepts of spectacle, ‘mega-events’, media events, celebrity, politics and lifestyle are highlighted. The paper blends various disciplinary sources and themes and links to the work of Curtin and Gaither, Hodges and Pieczka [Curtin, P.A. & Gaither, T.K. (2005) ’Privileging identity, difference and power: the circuit of culture as a basis for public relations theory’, Public relations review 17 (2), 91-115; Hodges, C. (2006). Relaciones humanas: The potential for public relations practitioners as cultural intermediaries in Mexico City. Unpublished doctoral thesis. University of Bournemouth; Pieczka, M. (2006). Promotional work: The case of PR consultancy in the UK 1995–2000. Unpublished doctoral thesis. University of Stirling] all of whom have explored Bourdieu's concept of ‘cultural intermediary’ in relation to the role of public relations.